Strategies for Connecting With Seniors

Strategies for Connecting With Seniors

By 2032, people over the age of 50 will contribute 52% of the total U.S. GDP. Life expectancy has grown, and with that, seniors are staying in the workforce longer & living more vibrant, active lives

"These mature Americans value face time."

Forbes

By Emily Porter
Executive Vice President, Havas Formula

April 25, 2018

You cannot go a day without a slew of articles offering up strategies on ways to better connect with millennials — what influences them, what their dreams are or how to manage them. As exciting as this audience is, however, it’s seniors that make up a sizeable portion of our population (10,000 people turn 65 every day in the U.S.) and represent significant buying power.

In fact, Oxford Economics reported that by 2032, people over the age of 50 will contribute 52% of the total U.S. GDP. Life expectancy has grown, and with that, seniors are staying in the workforce longer, volunteering more and living vibrant, active lives.

As a PR practitioner, I’m continually asked by clients to develop programs that reach millennials and Gen-Z audiences. And while this may make perfect sense for certain brands, it could be that some brands are getting a bit swept away with catering to these audiences. It’s possible that brands aren’t contemplating how a mature audience could positively impact their bottom line. Seniors are, in fact, a powerful force in the marketplace. So, for brands looking to tap into this forgotten audience, here are some helpful strategies.

The Digital Dilemma

The majority of the younger generation in the workforce can all relate to playing IT support to their parents, whether it’s showing them a certain smartphone functionality or fixing a computer issue. But the reality is seniors are way more tech-savvy then we give them credit.

In fact, a study revealed that 60% of seniors believe that younger generations greatly underestimate their technology aptitude. The study further illustrates that not only do 70% of seniors surveyed use smartphones, but one-third are spending nearly 20 hours a week on the internet and more than half use Facebook. So, for marketers who are convinced that a digital strategy won’t prove effective in reaching this population, it’s time to rethink your channels and how best to put them to work.

Interaction Is Everything

For a generation that’s lived most of their lives without smartphones, the internet, and texting, communication and relationships are key. These mature Americans value face time. They love talking on the phone, meeting in person and connecting. However, mobility can hinder this — from a retired driver’s license to a physical handicap. Frequently, these barriers, along with others, can propagate isolation.

"These mature Americans value face time."

Forbes

By Emily Porter
Executive Vice President, Havas Formula

April 25, 2018

You cannot go a day without a slew of articles offering up strategies on ways to better connect with millennials — what influences them, what their dreams are or how to manage them. As exciting as this audience is, however, it’s seniors that make up a sizeable portion of our population (10,000 people turn 65 every day in the U.S.) and represent significant buying power.

In fact, Oxford Economics reported that by 2032, people over the age of 50 will contribute 52% of the total U.S. GDP. Life expectancy has grown, and with that, seniors are staying in the workforce longer, volunteering more and living vibrant, active lives.

As a PR practitioner, I’m continually asked by clients to develop programs that reach millennials and Gen-Z audiences. And while this may make perfect sense for certain brands, it could be that some brands are getting a bit swept away with catering to these audiences. It’s possible that brands aren’t contemplating how a mature audience could positively impact their bottom line. Seniors are, in fact, a powerful force in the marketplace. So, for brands looking to tap into this forgotten audience, here are some helpful strategies.

The Digital Dilemma

The majority of the younger generation in the workforce can all relate to playing IT support to their parents, whether it’s showing them a certain smartphone functionality or fixing a computer issue. But the reality is seniors are way more tech-savvy then we give them credit.

In fact, a study revealed that 60% of seniors believe that younger generations greatly underestimate their technology aptitude. The study further illustrates that not only do 70% of seniors surveyed use smartphones, but one-third are spending nearly 20 hours a week on the internet and more than half use Facebook. So, for marketers who are convinced that a digital strategy won’t prove effective in reaching this population, it’s time to rethink your channels and how best to put them to work.

Interaction Is Everything

For a generation that’s lived most of their lives without smartphones, the internet, and texting, communication and relationships are key. These mature Americans value face time. They love talking on the phone, meeting in person and connecting. However, mobility can hinder this — from a retired driver’s license to a physical handicap. Frequently, these barriers, along with others, can propagate isolation.

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